In a bold move to expand its reach and connect with younger audiences, the shapewear brand Skims unveiled its first-ever television campaign, "Skims Lab." The 60-second spot, which debuted during the 2024 Oscars, features the brand's co-founder, Kim Kardashian, alongside an army of her clones in a futuristic laboratory setting.
The campaign, created in collaboration with renowned advertising agency Wieden+Kennedy Portland, aims to showcase the rigorous testing and attention to detail that goes into every Skims product. The ad balances Kardashian's serious business acumen and pop culture persona by exaggerating the research and development process playfully.
Directed by Frank Lebon and set to the classic 1975 track "Dream Weaver," the cinematic ad follows Kardashian and her clones overseeing various tests on Skims products, evaluating factors such as support, stretch, and smoothness. The spot concludes with the team gathering on the deck of a spaceship orbiting Earth, emphasizing the brand's commitment to innovation and perfection.
The decision to target Gen Z through this campaign is strategic, as the brand recognizes the importance of engaging with this influential demographic. By combining star power, storytelling, and a touch of humor, Skims hopes to capture the attention of younger consumers and establish a stronger connection with them.
Wieden+Kennedy's Chief Creative Officer, Azsa West, stated that the agency wanted to create a memorable and engaging ad that would stand the test of time. Rather than relying on transactional or disposable content, the team focused on crafting a narrative that would resonate with viewers and position Skims as an innovative brand.
The campaign's use of celebrity clones is a clever nod to the countless influencers and public figures who have attempted to emulate Kardashian's style and success. However, the ad subtly emphasizes that while imitation may be flattering, true originality and dedication to quality set Skims apart. As Skims transitions from direct-to-consumer marketing to a larger-scale branding approach, the "Skims Lab" campaign marks a significant milestone for the retail company.
